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Lululemon's Mirror Acquisition Could Signal a New Era in Experiential Retail

Two theories on what this really means for retail.
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Mirror

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Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

I’ll forgive Lululemon for revealing it spent $500 million in cash on Mirror, the maker of wall mirrors that broadcast fitness classes, after I sent Monday’s Retail Brew. The deal’s more transformative than a six-day silent retreat, so I can write about it two days later.

The store angle: Lululemon’s so big on manifesting its brand aura IRL that it still opened an international flagship during a pandemic. But stores haven’t reopened worldwide yet.

  • For now, Mirror’s equipment provides a high-tech, at-home alternative to the community-building activities Lululemon has long offered in stores.
  • When stores do reopen, Lululemon could optimize Mirror’s mirrors for virtual fittings.

The loyalty angle: There’s a reason every workout offering of the 2010s started with “cult.” Crossovers between boutique workouts and barre-to-brunch apparel often increase customers’ devotion to both brands. Lululemon’s Mirror acquisition is a more ambitious take on launches such as...

  • Peloton and Outdoor Voices, which joined forces on a capsule last summer.
  • SoulCycle’s private label clothing line, which debuted last fall.

My takeaway: Buying Mirror brings Lululemon closer to its goal of more than doubling digital revenues through shopping experiences by 2023.The purchase could usher in more, and permanent, experiential acquisitions by its athleticwear competitors.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

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